The challenge of gun violence is a vexed and polarising issue in the United States, where regular mass shootings send fear and outage through the nation. For the families of victims, and their communities, the country’s ongoing failure to address the root causes of gun violence and take meaningful action to reduce the number of tragedies is a source of immense frustration and pain. Cutting through to the wider American population, numbed by the repeated horror of these incidents, is ever more difficult.
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This was the situation Leo Burnett Chicago faced when...